Facebook Rolls Out New Mobile Promos

Ad units aimed specifically at app developers

Three months after launching an apps distribution center, Facebook is offering developers the chance to push their apps with mobile ads. The Menlo Park, Calif.-based digital giant today announced that it's beta testing ad units specifically designed to drive app downloads among its roughly 500 million mobile users.

Brands are being invited to take part in the pilot, and their ads will appear in mobile users' news feeds. When an individual clicks on one of the promos—if they do not already have the app installed on their smartphone—they will be sent to Apple's iTunes store or Google Play to get it.